This class is about using the internet as a tool for business, mainly in terms of marketing. Photo credit: http://www.flickr.com/photos/zigazou76/3622235298/
Whatever you do in business benefits from being part of an overall strategy aimed at stated goals. There’s a cycle that repeats in any business endeavor. Note Seth Godin (and many others) on the frequency of failure. There’s no such thing as failure if you’re working this wheel.
Marketing used to be advertising, mainly. Outbound. Internet’s enormity forces marketing to turn around, become inbound, based on brand and content.
It’s recommended that you create a full written plan, with objectives, tasks, assignments, schedules, and all the rest. Short of that, at least be VERY CLEAR about your expectations. Know what you want from the internet and how you’re going to go about getting it.
Like the business cycle, the measurement cycle is self-perpetuating. You nurture it by consistently sharing high quality content.
Expect that change and adaptations will be constant. Work towards confident flexibility. Say yes. Going viral. Participating. Branding.
Blogging should follow the same old steps that all business initiatives follow (see slide #3). Your blog shows your level of activity, contribution, care for / involvement with your market, your expertise in and contributions to your field, your reliability, your confidence.
Also note Facebook switch to iFrames. Both emphasize the need for a home base.
Make a plan that is driven by your business goals.
Create online content ("brochure") about your business and how it serves people's needs. Be sure to present benefits much more liberally than features. Concern yourself with the visitor to your site: what are they looking for, what are they hoping to find?
Create a plan and schedule for continuously changing content .
Branding/trust. Building friendship.
Having created your cyber home, now go out in the neighborhood, make friends and invite visitors. That is, set up social media accounts according to plan and participate with them.
Be patient. Monitor . At previously arranged dates, evaluate and move on to innovation .
Continuously produce content; continuously dialog with your market.
(If you have a great product/service) Get ready for rapid expansion .
Blog = How you share your business with your market.
“… you need content in order to leverage the Web for traffic, sales, leads or buzz. As long as you have content via free ezine, e-alerts, bonus reports, etc. You can use that content, repurpose it and disseminate it around the Web in targeted locations for SEO, free PR, social marketing and more ....”
10 Ground Rules of Social Media 1. Social Networking requires “active engagement” 2. Be a community builder: Social Networking is relationship-oriented 3. Experiment with a number of Social Networks, but only focus your time on 3 or 4. (Don’t spread yourself thin!) 4. Consistently add value to the group (Share expertise, add great content, write recommendations) 5. Be selective and strategic about inviting “friends” 6. Avoid any aggressive marketing tactics 7. Build memorable profiles 8. Establish a routine and stick to a regular schedule 9. Be professional and personable 10. Be focused and flexible
” Media where QR codes have been deployed include: billboard ads, guerilla marketing campagns  , in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, email marketing, and couponing just to name a few.”